J a p a n e s e    C u l t u r e

Modern and Traditional Japanese Culture: The Psychology of Buddhism, Power Rangers, Masked Rider, Manga, Anime and Shinto. 在日イギリス人男性による日本文化論.

Tuesday, March 22, 2011


Complaint Advert: We Are Hansei-ing

Complaint Advert: We Are Hansei-ing by timtak
Complaint Advert: We Are Hansei-ing a photo by timtak on Flickr.

In this Fuji-Xerox advert, the catch-copy is from the words of a complaint from a customer. "Do you even know how we use your copiers?"

The advert goes onto explain how all the employees of Fuji-Xerox continually look into how customers use their copiers, paying *grateful* attention to customers complaints, thoughts and advice.

The copy also reads "we do not stand around holding buckets of water even for one second", which refers to the fact that the staff of Fuji-Zerox do not see complaints, or "being told off" by their customers as a punishment at all, even for one second. This metaphor works because being told to hold buckets of water is a traditional Japanese corporal punishment.

Even if there were a US/UK advert that proclaimed the fact that the company recieved comlaint, which is itself unlikely, then perhaps they would have been standing with books on their heads.

Fuji-Xerox are proud of the fact and advertise the fact that they recieve complaints and see them as a way to critically self-reflect (hansei) and self-improve.

This Japanese (?) philosophy of energetic self-critisism is also found in the cultural psychology of Steven Heine, the manufacturing philosophy of Kaizen, the managment philosophy of Yanai Tadashi (chairman of the First Retailing - Uniqlo - group), the way that Ichiro maintains his game, and the Japanese psychonanalysis called "Naikan."

This blog represents the opinions of the author, Timothy Takemoto, and not the opinions of his employer.